SWIMAMERICA-DAVIS

What SWIMAMERICA-DAVIS does

SwimAmerica-Davis is a founder-owned, single-location aquatics and early-childhood education business founded in 1998 by Rose Cholewinski in Davis, California. The company delivers year-round swim instruction using the proprietary SwimAmerica curriculum (a 10-level progression with an award system) for students from 4 months through adulthood, served from an indoor 50'x22' warm-water pool (90°F) with UV filtration. A second core service line, Sweet Peas Gymnastics, provides developmental gymnastics for children 4 months to 6 years across age-tiered classes (Wee Peas through 4/5/6 Peas), with additional offerings including Dynamic Peas, Open Gym and Indoor Play Space sessions, Sensory-Friendly Open Gym, Private Open Gym rentals, birthday party packages, and a free parent Support Group.

Revenue is generated primarily through recurring monthly subscriptions ($44-$199/month depending on program and level, prorated), with ancillary streams from Open Gym drop-ins ($16/visit) and memberships ($26-$60/month), Private Open Gym ($100/hour), Birthday Parties ($495/package), a $35 one-time registration fee, and $5 Drop-In Practice makeups. Go-to-market is community-led: word-of-mouth referrals, Davis Chamber of Commerce and local business partnerships, Instagram and Facebook presence, and an in-house Sales Desk plus phone-based inside sales. Day-to-day operations run on the iClassPro parent portal for enrollment, scheduling, and auto-debit billing.

The company employs 1-10 people (a six-person leadership team including Owner/Visionary, COO/Integrator, Aquatics Director, Sales Director, Sweet Peas Director, and Marketing Director), holds no external funding, and operates from a single Davis, CA headquarters. It is a member of the US Swim Schools Association and partners with Stop Drowning Now and Hope Floats; the owner was named Citizen of the Year by the City of Davis in 2024/2025.

Name

SWIMAMERICA-DAVIS

Legal name

SwimAmerica-Davis

Website

https://swimamericadavis.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

SwimAmerica-Davis is a founder-owned Davis, California swim school and early-childhood gymnastics business, founded in 1998, serving individual families from infants through adults with year-round indoor lessons, the proprietary SwimAmerica curriculum, and the Sweet Peas gymnastics program.

Ownership category

akta.pro rank

Product category

Aquatic Education & Early Childhood Gymnastics Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)

akta.pro secondary industries

Drop-In / Flexible Infant & Toddler Care (EDACAGAG), Health Education & Parent Coaching (Sleep, Safety, Illness Management) (EDACAMAN)

Keywords

• Swim lessons
• Preschool gymnastics
• Infant water safety
• Early childhood development
• Swim school

Headquarters

HQ city

Davis Junction

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Swimming Lessons Subscription: Monthly recurring subscription for swimming lessons. Fees are prorated based on number of classes in a month. Auto-debit payment via credit card or eCheck at beginning of each month.
2. Gymnastics Classes Subscription: Monthly recurring subscription for Sweet Peas gymnastics classes. Wee Peas offers unlimited classes per month. Auto-debit billing.
3. Open Gym Access: Per-visit drop-in fee of $16/child for Open Gym sessions. Optional monthly memberships: $26/month for Sweet Peas students, $36/month for swim students, $60/month seasonal for unenrolled students.
4. Private Open Gym: $100/hour for private open gym sessions accommodating up to 10 children with caregivers. Booked by appointment through parent portal.
5. Birthday Parties: $495 party package for Sweet Peas gymnastics birthday parties. Includes 2 hours of gym time, 3 staff members, tables/chairs, and decorations. Optional $100 decoration add-on.
6. Registration and Miscellaneous Fees: One-time registration fee of $35 includes swim diaper and Happy Nappy. Drop-in practice fee of $5 for missed classes. Tuition assistance program and Hope Floats scholarship referrals available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

SwimAmerica-Davis provides year-round progressive swim instruction for infants through adults using the proprietary SwimAmerica 10-level curriculum, as well as the Sweet Peas early-childhood gymnastics program for children 4 months to 6 years. Services are delivered at a single indoor facility featuring a 90°F warm-water pool and co-located gymnastics gym, with monthly subscription billing through the iClassPro parent portal. Additional offerings include Open Gym, birthday parties, and a free parent support group.

Product overview

SwimAmerica-Davis offers two integrated service lines: SwimAmerica Swimming Lessons (core swim instruction) and Sweet Peas Gymnastics (developmental gymnastics), both focused on infants through early childhood. SwimAmerica Swimming Lessons features progressive levels from infant/toddler through adult, including specialized programs like Stroke School, Water Walkers, and Therapy Swim. Sweet Peas Gymnastics provides age-structured classes from 4 months to 6 years, including Wee Peas, 1-6 Peas progression, plus Open Gym, Dynamic Peas, and Sensory-Friendly sessions. Additional offerings include Birthday Parties, a Support Group, Indoor Play Space, and Drop-In Practices. The company uses the iClassPro Parent Portal for enrollment and class management. The company was founded in 1998 and operates from Davis, California, with an indoor heated pool and gymnastics facility.

Differentiator

Problem solved

Functional benefit

Brands

• Sweet Peas Gymnastics: Educational gymnastics program for children ages 4 months to 6 years that promotes physical, social, and cognitive development.

Products and services

• SwimAmerica Swimming Lessons Comprehensive year-round swim instruction for infants, children, and adults using the proprietary SwimAmerica 10-level curriculum with a built-in award/recognition system, taught by ASCA-certified coaches in a 90°F indoor warm-water pool.
• Little Swimmers (Infant/Toddler) Water safety and acclimation swim classes for babies and toddlers (4-36 months) with parent participation, including WaterTykes free introductory class, Infant/Toddler sessions, and Goldfish advanced transitional class.
• 3 & Up Swim Lessons Technique-driven swim instruction for children aged 3 and older, including dedicated 3-year-old classes (2:1 ratio) and Standard Levels 1-10 for ages 4+, progressing from basic skills to competitive strokes.
• Adult Swim Lessons Group swim instruction for adults from beginner to triathlete level, with additional offerings for Water Walkers and Therapy Swim programs.
• Sweet Peas Gymnastics Educational gymnastics program for children 4 months to 6 years promoting physical, social, and cognitive development through age-appropriate activities including dance, music, and gymnastics skills, taught by experienced early-childhood specialists.
• Open Gym Unstructured playtime in the gym for children 4 months to 7 years with staff facilitation, available as pay-per-session ($16/child) or monthly membership ($26-$60/month depending on enrollment).
• Dynamic Peas Small-group gymnastics class for children ages 3-6 who benefit from additional support and individualized instruction, requiring leadership approval.
• Sensory-Friendly Open Gym Structured-free playtime designed for children who need a quieter gym environment with fewer participants and reduced distractions.
• Birthday Parties Gymnastics-themed birthday party packages at Sweet Peas facility including 2 hours of gym time, three staff members, decorations, and an optional $100 decoration add-on, priced at $495 per party.
• Drop-In Practices (DIPs) Makeup swim sessions offered at $5 for one missed class per month, available on select days to help maintain skill progression.

Quantifiable outcome

• Children with regular access to swim lessons often test 6 months ahead of their peers in school readiness
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• US Swim Schools Association (USSA)coreStrategic or Co-development PartnerProud member of US Swim Schools Association, a professional organization for swim schools. Affiliation provides access to industry best practices and credentialing.
• Stop Drowning NowminorStrategic or Co-development PartnerCommunity partner focused on drowning prevention education. Aligns with SwimAmerica's mission of water safety.
• Hope FloatsminorGTM or Marketing PartnerProvides scholarship support for families needing tuition assistance. SwimAmerica refers families to Hope Floats scholarships.
• Davis Chamber of CommerceminorGTM or Marketing PartnerCommunity partner providing networking and local business community engagement.
• Dos Coyotes (North Davis at the Marketplace)minorGTM or Marketing PartnerLocal restaurant partner in the community.
• Mirror Image DanceminorGTM or Marketing PartnerLocal dance studio community partner.
• Davis CreameryminorGTM or Marketing PartnerLocal business community partner.
• Davis Fencing AcademyminorGTM or Marketing PartnerLocal sports academy community partner.
• Yolo BerryminorGTM or Marketing PartnerLocal business community partner.
• RocknasiumminorGTM or Marketing PartnerLocal rock climbing gym community partner.

Scale indicators3 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• The Little Gym: National franchised children's gymnastics and developmental movement program for ages 4 months through 12 years. Direct comparable to SwimAmerica-Davis's Sweet Peas gymnastics line in curriculum, age range, and recurring pricing model.
• Aqua-Tots Swim Schools: National franchised swim school focused on infant and child swim instruction with multi-level curriculum and year-round indoor facility model. Comparable in target segment, lesson structure, and recurring subscription revenue.
• My Gym: National franchise offering structured movement, gymnastics, and fitness classes for children from infancy through early elementary. Comparable to Sweet Peas in age range, class structure, and subscription-based pricing.
• SafeSplash Swim School: National franchised swim school offering progressive lessons for infants to adults, with subscription-based enrollment similar to SwimAmerica-Davis. Direct competitor in category, pricing model, and customer segment.
• British Swim School: National swim school franchise delivering lessons for infants through adults in year-round indoor pools. Operates a similar subscription/recurring model with age-stratified levels comparable to SwimAmerica's 10-level progression.
• Goldfish Swim School: National franchised swim school operating year-round indoor warm-water lessons for infants through adults. Most direct competitor in business model, curriculum structure, and target customer (parents seeking water safety for young children).
• Big Blue Swim School: Multi-site swim school franchise with year-round indoor warm-water lessons and a strong focus on parent-child infant/toddler programming. Closely comparable in target customer, recurring pricing, and facility requirements.

Regional players

• Emler Swim School: Long-established regional swim school headquartered in Texas offering structured infant-through-advanced lessons. Comparable in curriculum depth and subscription model, but geographically concentrated away from SwimAmerica-Davis's California market.
• YMCA of Davis: Local YMCA offering swim lessons, gymnastics, and youth recreation programs in the same Davis geography. Comparable offering across both swim and gymnastics lines for families in the same sub-market.

Emerging players

• Sunsational Swim School: Mobile/at-home swim instruction provider serving infants through adults with private and small-group lessons. Adjacent competitor in target customer and water-safety mission, but differs in delivery model (instructor travel vs. dedicated facility).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SwimAmericaDavis
• Instagraminstagram.com/swimamerica_davis
• LinkedInlinkedin.com/company/swimamerica-davis

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SWIMAMERICA-DAVIS